The SBC Summit Lisbon wrapped up its 2026 edition on Thursday after three days filled with conferences, networking opportunities, product unveilings, and business discussions. The event attracted over 40,000 registered participants from the global betting and gaming sector.
This year's summit, the third of its kind in Lisbon, welcomed a diverse audience from more than 150 nations, featuring over 800 exhibitors and sponsors, alongside approximately 600 speakers who participated in the conference and exhibition segments.
Taking place from September 29 to October 1 at the Feira Internacional de Lisboa (FIL) and MEO Arena, the 2026 summit marked the largest event since SBC relocated its flagship gathering to the Portuguese capital.
The event's extensive reach was evident in its impact on the local area, with attendees traveling from 178 countries, resulting in an estimated 85,000 hotel room nights booked throughout Lisbon.
Designed to foster collaboration among operators, suppliers, affiliates, regulators, technology firms, and other industry players, the three-day summit focused on business opportunities, education, and networking.
A highlight of the summit occurred on the opening day when basketball legend Michael Jordan joined Sportradar founder and CEO Carsten Koerland, along with DraftKings co-founder, CEO, and Chairman Jason Robinson on stage at MEO Arena. Moderated by broadcaster Kirsty Gallacher, the keynote titled 'Leadership in Sports Business' examined the intersection of sports, technology, data, betting, and fan engagement. The discussion covered topics such as artificial intelligence, live sports data, prediction markets, and the evolving dynamics between athletes and fans.
Jordan shared insights from his experience as a former player, noting the significant changes in the environment surrounding professional athletes since his playing days. He pointed out that today’s athletes face a broader array of pressures, including personal branding, social media, contracts, statistics, and the increasing focus on betting. Despite these changes, he emphasized that his primary goal remained the same: winning championships.
The summit featured several other notable keynote speakers, including football transfer journalist Fabrizio Romano and UFC champion Charles Oliveira.
Additionally, SBC introduced several new formats and events during the 2026 edition, such as the standalone Affiliate Leaders Summit, the Global Prediction Markets Forum, and the African Gaming Forum. A new structured networking program was also implemented to enhance connections among attendees, potential business partners, clients, and investors.
Beyond the exhibition and networking, SBC placed a strong emphasis on education, offering practical insights for attendees. As the summit neared its conclusion, SBC Media Managing Director Andrew McCarron expressed the company's commitment to fostering discussions around regulatory challenges and industry sustainability, especially as markets face increasing legislative scrutiny.
McCarron highlighted the importance of dialogue with regulators for the industry's sustainability, advocating for a better understanding between regulators and industry stakeholders. He also announced the upcoming SBC Summit Europe, set to take place in Amsterdam from April 19-21, 2027, with a focus on regulated markets and enhanced participation from regulators.
Stuart Duff, Head of Events at SBC, emphasized the significance of education and community alongside the competitive aspects of the industry. The summit's educational offerings included tech academies and sessions aimed at providing actionable insights for attendees.